Iiar 25 01 12

Thank you.

© 2011 Buzz Method 1

www.buzzmethod.com

Social Media Buzz For the IIAR

Wednesday, 25th January 2012


Buzz was founded in 2009 by Dominic Pannell. EducaKon: •  BA Hons in Modern Languages and PoliKcs, Northumbria University, UK •  Trained with the EU as a Conference Interpreter (Swedish/French into English) •  MBA in InternaKonal Business, Cass Business School, UK Career: •  Eight years working as a management trainer •  Two years as a conference interpreter •  Twelve years in Analyst RelaKons / Influencer Engagement at Fleishman-‐Hillard,

Serendipp, Sunesis Analyst RelaKons, Hill & Knowlton and Buzz Method. •  Designed and delivered programmes for small, medium and large ICT vendors Social Media: •  First joined an ‘online community’ in 1996 (www.shortcut.nu -‐ Swedish language

career network) •  Launched first online venture in 2000 (sKll going as www.languagearmy.com) •  Launching www.engager.it in 2012

Background

© 2012 Buzz Method

AR is Only a ParKal SoluKon

•  Analyst versus Stakeholder versus Influencer •  RelaKons versus relaKonships versus engagement

•  The need to shib to Influencer Engagement (IE)


DefiniKons

•  An industry analyst performs primary and secondary market research within an industry such as informaKon technology, consulKng or insurance -‐ Wikipedia

•  Stakeholder (corporate), a person, group, organizaKon, or system who affects or can be affected by an organizaKon's acKon -‐ Wikipedia

•  So-‐called value-‐added influencers (such as journalists, academics, industry analysts, professional advisers, and so on) -‐ Brown, Duncan and Hayes, Nick. Influencer MarkeKng: Who really influences your customers?


Sector Influencers

•  Different stakeholders have different ‘spheres of influence’

•  The most influenKal of these reaches across mulKple networks

•  Lower ranking stakeholders also influence, but their reach is smaller

•  Each stakeholder group is affected by others

•  Influencers with smaller reach tend to communicate at higher volume

•  Each channel requires an approach that is tailored to their interests

•  They are not necessarily interested in a company’s objecKves, so messages require alignment if they are to be carried onwards



Example: Global Sourcing

Phase One Phase Two Phase Three

Academics

Industry Analysts

Lawyers

Management Consultants / Services integrators

Property Consultants

Phase Four

Sourcing Advisors

Media engagement (desKnaKon markeKng, noise and momentum)

Outsourcing decision process

Long list Shortlist RFP Deal ImplementaKon

Event Organizers

Government Agencies (UKTI, etc)

Influencer Programme Types

7 © 2012 Buzz Method

CEO / Ambassador Programme

Directors

Consultants/ Advisors

Research Analysts/ Academics

Awareness-‐raising/ trend-‐selng

DirecKon-‐selng

Awareness-‐raising/ long-‐/ shortlisKng

High impact on buying decision

Degree of Social M

edia in th

e Programme

Awareness-‐raising/ trend-‐selng Media

“ReputaKon, reputaKon, reputaKon…”

•  For industry analysts, reputaKon comes from the quality of their analysts o Always ask an analyst how they are remunerated

•  For advisors/consultants, reputaKon comes from successful deals/repeat business

•  For IE pracKKoners, reputaKon comes from success in boosKng sales o Demonstrate this internally/to the client


Culng through the Noise

9 © 2012 Buzz Method

Thanks to Adverblog

The Tools We Mainly Use

•  LinkedIn •  Twiqer •  Commetric •  Cymfony •  Analyst Source •  Klout •  Kred •  PeerIndex •  FourSquare •  TweetLevel •  BlogLevel •  Analyst Firm websites •  RSS •  Google / Yahoo Alerts •  Buzz Method’s own database

•  This is a parKal soluKon for idenKfying who is influenKal

•  Rela6onships are king – these cannot truly be measured online, as many conversaKons take place face-‐to-‐face and on the telephone

•  Pick up the phone to team leaders/managers

•  #socmed tools are beqer for listening than for broadcasKng – idenKfying new trends, opinions, tracking who’s aqending what conference, etc.


Don’t Believe…


… the Hype…


Agency Side War Stories

•  Bespoke CEO Influencer Dinner Programme 1.  IdenKficaKon of top 11 influencers

Ø  InvitaKon to private dinners for a business update Ø  Open exchange of informaKon/insight

2.  Results: Ø  Improved relaKonships between the client and the

influencer organisaKons Ø  Beqer analyst coverage Ø  ConsulKng assignments for several parKcipants



•  PromoKng EgypKan Outsourcing, 2008-‐11 1.  IdenKfied major analysts and academics

Ø  Briefed them on the opportunity/ capabiliKes Ø  Coverage in 15 reports in Year 1 (up from one in 2007)

2.  IdenKfied main sourcing advisors Ø  Invited them to visit Cairo’s business parks Ø  ConKnued analyst outreach via newsleqers/briefings Ø  Face-‐to-‐face meeKngs Ø  Significant increase in amount of BPO/ITO investment

3.  IdenKfied other influencers Ø  ConKnued programme, resulKng in more investment and

very favourable coverage in media and analysis



•  PromoKng Egypt post-‐25th Jan 2011 1.  AcKvated Crisis CommunicaKons Plan

Ø  Internal communicaKon via email and telephone Ø  Cascaded messaging from CEO down

2.  Monitored online commentary Ø  Immediate response to journalists/analysts Ø  Interview with ITIDA’s CEO

3.  Business as Usual Ø  Resumed visits to Cairo’s business parks Ø  ConKnued analyst outreach via newsleqers/briefings Ø  Face-‐to-‐face meeKngs


Shortcomings of AR Products

•  Inaccurate/ out-‐of-‐date informaKon •  Oben based on CRM systems (misses the point)

•  Open to manipulaKon •  No automaKc referencing against external data sources/ social media

•  Cannot be meshed with internal corporate data stores that are built up over Kme


17

engager.it by Buzz Tools. If you are interested in beta-‐tesKng engager.it, please drop me a line.

Coming soon…

© 2012 Buzz Method

Thank you.

[email protected] www.buzzmethod.com


www.buzzmethod.com

Dominic Pannell Buzz Method Ltd

[email protected]

+44 7740624849

Iiar 25 01 12

Technology

background buzz

social media buzz

inuencer relakons

inuencer markekng

sunesis analyst relakons

parkal solukon analyst

ceo inuencer dinner

inuencers conknued programme